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World Social Marketing Conference 2025

Social Marketing Benchmarks in Plasma Donation: Italian Case Study

Friday, November 7, 2025 at 10:00 AM–10:20 AM CET add to calendar
Seminario 3 - Faculty of Economics
Programme Listing
This session presents a benchmark-based evaluation of four national plasma donation campaigns by AVIS Italy, using established social marketing frameworks. Attendees will gain insights into effective strategies for behaviour change communication, including audience segmentation, message framing, and theory integration. The session offers practical tools and a replicable model for evaluating and improving health promotion campaigns. Ideal for professionals and researchers interested in public health, social marketing, and strategic campaign planning.
 
 
 

Presenters

Dario Menicagli, University of Florence

Authors

Dario Menicagli, University of Florence
Francesco Serti, IMT School for Advanced Studies/University of Alicante
Elisa Betti, University of Florence
Franco Sancho Esper, PhD, University of Alicante
Carla Rodríguez Sánchez, University of Alicante
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